As business leaders this is the time of the year – when you are making plans and setting goals for the year that is unfolding.
Not enough if you are only discussing growth plans with your sales team and creating targets for them.
Are you setting growth objectives that include your content marketing team closely?
One of the strongest differentiators for your firm is how content marketing goals form a critical part of your growth strategy.
Bring in your content marketing team early in the discussion and tell them what you wish to achieve – let them work backwards to create content marketing goals that is in perfect sync with the organization goals.
Get your sales and content marketing team together for the brainstorming on goal setting.
71% of B2B marketers say content marketing has become more important to their organization in the last year.
Source: Content Marketing Institute
Include content marketing team in business goal discussions
Be clear on what you wish to accomplish for the organization in terms of business goals.
- Is it more new customers?
- Is it deeper business with your existing clientele?
- Is it geography expansion?
- Is it penetrating a section of audience demographics?
For example:
If its new customers – then your content marketing team must work to refurbish collaterals that introduce you to the new audience. And come up with new and creative content marketing methods to attract new customers.
If this insight is not relayed to the content marketing team, they may very well be sharing collaterals that are being used for existing clients – who already know you. And their information dissemination will be revolving around audience who already know you well.
“Traditional marketing and advertising are telling the world you’re a rock star. Content Marketing is showing the world that you are one.”
~Robert Rose, Consultant & Content Marketing Expert
Share customer conversations with content marketing team
Regular updates on customers, their issues and other customer conversation highlights need to be provided to content marketing team.
This is a valuable input for them to revisit current collaterals based on what customer is looking for.
Also, the direct opportunity to interact with the existing customer and prospects is equally important. This can be done alongside sales team so that content marketing team is clued into customer issues and requirements.
Content Marketing strategy is not something cast in stone, it must evolve and be flexible enough to handle dynamic situations.
- Has there been a leadership change with any of your clients?
- If so what type of collaterals is the new leader looking out for from your firm?
- Do they consume information from your website or social handles?
- Are your clients all Gen Z and active only on Instagram?
Case Study:
Mercedes-Benz USA: Take the Wheel
With an average age of 54, Mercedes-Benz buyers are five years older than both BMW and Audi buyers, and today’s Millennials prefer the competition to Mercedes-Benz given its “old luxury” stereotype. To combat this and launch the all-new CLA, the brand turned to five popular Instagramers who competed to post the best photos for a chance to win their very own CLA.
Click here to see how they implemented the campaign, their outstanding results, and record breaking sales.
For example:
If your clients are new age business heads in the age group of 25 – 30 years of age, running radically different type of a start-up with a work culture that is progressive, free, and fun. Then your collaterals must echo those sentiments.
This does not mean you have to copy their style – but if they enjoy reading Instagram worthy photos then go for it. And be more active on Instagram. Don’t be wasting your time on Twitter if your target segment is absent in Twitter.
“The only way to win at content marketing is for the reader to say, ‘This was written specifically for me.” Jamie Turner, Author & Keynote Speaker
Revisit your goals with content marketing team
If one thing we have all learnt, it is the fact that – nothing is permanent. The pandemic has taught us that in no uncertain terms.
So why should your business goals be? Which also means why should your content marketing goals be static?
Did we all not suddenly start to market and sell online in a matter of weeks? So be circumspect and observe the world around, the trends emerging, and patterns developing.
Accordingly make amends that also impact the content marketing strategy that you have.
- Is there a new law that has been enacted that could affect your industry?
- Are there new technological advancements that can help your organization?
- Are there any new partnerships that can be leveraged for business success?
- Are there any geographical limitations that hampers your business?
In 2023, content marketing backed by Artificial Intelligence will remain an important trend. AI can assist in the personalisation of content, identifying repeat viewers, tailoring email campaigns and more. Source: Financial Express
For example
Assuming you kick off the year with one of your business goals to expand in South Asia, but a quick small company acquisition in South Asia has turned the table in your favour.
So now naturally your business goal for South Asia is all about reassuring your captive customers the continuity of uninterrupted business.
Which of course means your content marketing team will have to let go of content marketing new business acquisition goals in South Asia.
Instead adopt a new content marketing model that ensure the customers acquired will have the necessary communication to stay with you.
“Content builds relationships. Relationships are built on trust. Trust drives revenue.”
~Andrew Davis, Bestselling author & keynote speaker
The above three cornerstones are aspects that you as business leaders must be cognizant of. And ensure you build it into your content marketing roadmap for long-term success and business growth.
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And yes, you can read more of my blogs on Branding and Content Marketing right here. And would love to talk to you to discuss your content marketing goals for your organization – bhuvanarajaram9@gmail.com or + 91 98415 96366 (Whatsapp also).
Source: Color Whistle
